Brains Behind the Brand: A Q&A with Louise Meyers of Pryde's

The brick building is almost overstuffed with aisles of dishtowels, cocktail glasses, baking pans, utensils and the Midwest’s largest supply of Fiestaware.

The mind behind Pryde’s is Louise Meyers, who has worked at the kitchen store since her father founded it in 1968. On a typical day, you’ll find the blond-braided Meyers smiling and offering customers hot coffee along with sage advice. The wife and mother of six children believes in home-cooked meals among hectic schedules ­– read the 435 Magazine story on how she does it, including a recipe for her family’s favorite potato casserole.

Meyers hired MAD Creative to rethink its brand for the 21st century. We began with the logo.

The best logos tell a story through typeface and imagery. What story does Pryde’s new identity tell?

Meyers: I wanted it to say that Pryde’s is the Hardware Store for Cooks. It actually says that tagline but the rolling pin shows that, too, in a strong yet playful way.

What does the typeface seem to say?

That Pryde’s is classic and well-established but fun and fresh.

Green is a signature of Pryde’s. You see it in the walls inside the store and trim outside and in the new cards MAD Creative designed. Why is the color so important to you?

It’s the color of my eyes (laughs). But seriously, it’s been my favorite color since I was a girl. It’s the color of spring and renewal ­­– and it goes with every other color, which is especially important at Pryde’s.